INTRODUCTION
Developing an online advertising campaign
What works and what doesn’t
What can be done in-house and what can be outsourced to an external interactive
ad agency
What makes a site ad-worthy?
Where to advertise?
Analysing web logs
What are interstitial campaigns?
What is rich media and why should I use it?
MEASURING RESULTS
What are Impressions?
What are Pageviews?
What is a click through?
How do I measure cost per click?
What is a click through rate?
BANNER ADVERTISING
When to use banner ads and when not to
Banner ad sizes (Full, Skyscraper, Micro button, Vertical banner etc)
USING POP-UPS
Why everyone hates pop-ups
BEYOND BANNER ADS
E-zine advertising
E-zine subscription rates
Content sensitive advertising
Advertorials - good or bad?
USING RICH MEDIA
What does rich media content say about you?
Examples of effective rich media
INTERSTITIAL ADVERTISING
Sponsoring a particular section of a site
Giveaways and promotions
Precise targeting
SEARCH ENGINES
How customers use search engines
The relationship between offline advertising and search engine activity
Using Google AdWords
Picking keywords for a campaign
DEVELOPING YOUR OWN CAMPAIGN
A 10 point campaign for successful online advertising
Questions and answers |
